Why is this subject, Person-Ality, important in the world?
I believe that the condition of Irrational Loyalty — where customers are so indelibly bonded to your brand that they’d feel like they were cheating on you if they were to choose a competitor — is essential for making companies more sustainable, profitable, and scalable. Better brands make better companies. Better companies contribute positively to their communities and economies. Better economies are better for humans. Period.
What is the pressing issue, right, and how are you addressing it?
The pressing issue I address every day is how brands can establish and articulate their values and beliefs and use those as a magnet to attract an entire ecosystem of people that can grow the company. That ecosystem includes employees, customers, investors, the communities in which they operate. And that ecosystem has the potential to drive an entire system of economics around those great companies. It’s imperative that companies are clear about their brand and consistently deliver on their brand’s values with every action they take. Actions speak louder than marketing, and today’s purchase influencers (whether buying for themselves or for their companies) demand that they understand and are aligned with the values of the brands they purchase and use.
Deb Gabor Biography
What is your background in this subject?
I’m a 30+ year veteran of building, managing, and leading brands for organizations ranging from household names to emerging technology industry titans. I’ve also written three books on the subject of branding and continue to consult hands-on with high-growth organizations looking to expand their businesses using the power of strategic branding.
What is something that most people don’t know about you?
Most people are surprised to know that I really like statistics. We use lots of data in the practice of branding. I think that folks assume that since I’m always talking about the emotional connections that make up a brand, I probably don’t care for “math.” But one of the things I’m passionate about is quantifying the power of those emotional connections. In fact, we’re getting ready to launch the results of a study that makes the statistical connection between Irrational Loyalty and how it measurably grows companies. I’m super excited to share that companies that engender the quality of Irrational Loyalty collect an average of 40% more revenue than those that don’t.
What are your passions outside of your career?
I love to travel and ski. And I especially love traveling to ski. I spend part of every year living in the beautiful Wasatch Mountains in Utah, and typically ski about 100 days a winter. While I love skiing at my home mountain, I also love crisscrossing the world to make turns in cool places like Chile, Italy, and an exciting upcoming trip to Japan to get some “Ja-Pow” this winter.
Person-Ality: Cultivate Your Human Authority To Ignite Irrational Loyalty
Tell me about your book.
If I had the opportunity to go back and write my three books in the “right” order, Person-Ality should have been first. This book explores brands’ humanization through their leaders’ authentic authority. Person-Ality shares the secrets of differentiating yourself and your company by exposing the humans behind the business. With strategies, inspiring stories, and key exercises to point you in the right direction, you’ll be set right on the path to cultivating and establishing your personal authority. Just like branding, authority is not your logo or your tagline. A unique point of view will separate the leaders with authority from the leaders known for nothing more than being rich and famous. Authority is the next level beyond Irrational Loyalty to your brand – the human-to-human (H2H) connection will make your brand legendary.
Are there any social causes that you believe in and support?
I am deeply involved with a 30+-year-old global organization, Entrepreneurs Organization (EO). EO is an 18,000+ member organization for the owners and founders of privately held businesses with revenues of more than $1M per year. This group is a leading voice on entrepreneurship in the world and brings people together to propel their personal and business growth. This organization is a leading voice on entrepreneurship in the world and is helping foster creativity, innovation, and sustainability in every corner of the earth.
What is next for you?
I’m going to continue doing the things I’ve always done. And ski season is right around the corner! Gotta shred some gnar, as the kids say. But I know I’ve got another book in me. But I think this next one will be of a personal humor variety. People seem to like my hilarious stories about all the bad dates I’ve gone on as a single middle-aged woman. I’m envisioning every chapter will cover a different guy with code names like “Dead Wife Guy,” “Axe Murder Guy,” “Dog Circus Guy,” etc. (Yes, I did go out with a guy who was the ringmaster of a DOG CIRCUS.)
Where can people buy the book?